Sam Sunderland, two-time Dakar champ signs with Triumph Motorcycles as an official brand ambassador.
He may have won his two Dakar crowns with another manufacturer but Sam Sunderland has just inked a deal to become a brand ambassador for Triumph Motorcycles.
Sunderland – who competed in the 2025 Dakar on four wheels as navigator for his Aussie mate Toby Price – will be working with Triumph on new projects in both the adventure and off-road markets
Here is the press release on the announcement from Triumph Motorcycles:
Triumph Motorcycles has signed two-time Dakar Rally Champion and FIM World Rally-Raid Champion Sam Sunderland as an official Brand Ambassador, to help develop and facilitate new adventure and off-road projects.
Following Sunderland’s retirement in July 2024 from competitive racing, the British Red Bull athlete has begun working with both Red Bull and Triumph to explore opportunities for his next adventure, which will build on his unrivalled experience in the Dakar – the ultimate adventure motorcycle race.
Sunderland said: “This collaboration with Triumph marks an exciting next step in my career, and I’m looking forward to being a part of this British team which, alongside Red Bull, is ready to take on new challenges with me. I can’t wait to get started.”
Triumph Motorcycles Chief Commercial Officer Paul Stroud added: “We have seen fantastic growth in the adventure sector over the past five years with the global success of our Tigers and Scramblers, as well as our decision to launch into the Motocross and Enduro markets for the first time. The opportunity to work with Dakar winner Sam Sunderland on a new adventure is very exciting, and we’re delighted to welcome Sam to the Triumph family.”
Triumph Motorcycles has made significant investments in the off-road market, successfully launching into the ultra-competitive 250cc motocross market launch with the highly acclaimed TF 250-X and TF 450-RC Edition.
With a class-leading power-to-weight ratio, the TF 250-X proved its podium-winning potential with its landmark win by Triumph Factory Racing in the AMA Supercross. Triumph is also going racing in 2025 with a new Enduro model, under the leadership of team manager and former world champion Paul Edmondson.
Its award-winning Tiger 900 and Tiger 1200 range were both updated in 2024, with extra rider-focused technology, increased rider comfort and engine refinements. Find out more about Triumph’s range of motorcycles at TriumphMotorcycles.com.au
